There are many things that can be brought to life. No one knows better than Christian Coffee, an experienced tour director, for this kind of work Childish Gambino And Run Jewels. For our Co.Lab series, we’ve brought Christian to talk to us about when and where your visitors will travel and how to create a fan base that will support your artistic vision when you’re ready to bring it up. Up to the road and stage.
Spotify for Artists: How does an artist know when he is ready to go on tour?
Christian Coffee: First, an artist should never go on tour just to say that they are on tour. This is the fastest way to lose a lot of money and gain a lot of frustration. If you can’t pull 200-300 people into your own town or city, you probably don’t need to go on a big tour. But maybe you can see your Spotify data and know that you can in New York. When you know it might be time to hit the road. And with access to the Internet and data, it’s easier than ever to find out what your word demand is in the city. Use it to your advantage when calling for travel.
When taking an artist on the street, in what ways do you consider the artist’s audience?
In fact, you’re only going where you already have an audience. So when deciding where to travel, I’m looking at metrics and past sales data to determine where an artist needs to perform. However, when traveling where an artist has never been before, I can watch radio airplay or streams so that new markets can emerge.
How does an artist’s perspective on stage change depending on their audience?
We’re not creating a show specifically based on what viewers want to see. During the tour, my role is to bring the artist’s vision to life, and hopefully open and accept what his fans want to bring to the stage. My creative decisions are influenced by how the artist sees fit, and if their audience is a true fan, they will usually be fans of the show as well.
Working with artists from childish Gambino Mike Snow, You experience a very different audience. What have you learned from working with them?
I’ve learned that there’s no audience here, no way, and no one has experience. Each artist is going to have a different vision and creative aspect. I still know that each work is probably going to be a band and some kind of LED lighting element, and / or video aspect, so there are core principles in each production, but it’s about using them in different ways that works for the artist.
How do you say that the rise of social media has changed the way artists and audiences participate in travel?
While on the road, it can be great if you have direct access to your fans, but it can be horrible that the fans have direct access to you. In fact, one of the most negative places in the world today is the comment section, which can really throw an artist away, especially during a tour. Artists just have to learn to shake off those moments or not read anything and just keep going. This is great when direct access to your audience can ignite your fire and push you to continue.
What is a key part of your advice to artists about finding and / or building your audience?
Connection. You can’t duplicate it and viewers will sniff it if you try. Always be true to who you are and don’t try to be something that you think everyone will love. More than ever, consumers have more choice when it comes to who they listen to and where they put their money. And those are the real connections that are going to sell your first tour, first album, and stay with you on the ride.
Spotify for artists